International Marketing: MKT 09101 | BIONADE: TAKING A PRODUCT GLOBAL | Module Leader: Christine Band |

Business Management Programme
Matriculation Number : 09012375 |

Table of contents

INTRODUCTION 3 CURRENT SITUATION OF BIONADE 4 4 P’s Analysis 4 Market trends/Current position 4 Customers 4 Competitors 4 SWOT Analysis 4 ENVIRONMENTAL ANALYSIS-(PESTEL ANALYSIS) 5 SEGMENTATION PART 6 DEVELOPMENT STRATEGY: TAKING BIONADE GLOBAL 7 CONCLUSION 9 APPENDICES 10 Appendix 1: Marketing mix - 4Ps 11 Appendix 2: SWOT 12 Appendix 3: Maslow Pyramid in relation with Bionade’s customers’ needs. 14 Appendix 4: The original Boston Consulting Group Matrix (BCG) 15 Appendix 5: Bionade’s Complete Segmentation 16 Appendix 6: Ansoff’s growth matrix 18 REFERENCES 19

INTRODUCTION

Bionade is a non alcoholic drink which is made by the same process at the beer making: fermentation. This drink was born in Germany in 1995 thanks to Dieter Leipold. The Bionade brand is now well recognized in Germany and the company would like to take it global.
As I have been appointed as the Assistant Marketing Manager of Bionade, I am in charge to determine the strategic choices and options available to take the brand world-wide. Therefore, the subsequent report includes the following information:

* An environmental analysis of the company.

* The company’s current situation.

* A strategic segmentation and positioning for the brand.

* A global strategy for taking Bionade global.

CURRENT SITUATION OF BIONADE

4 P’s Analysis
Please refer to appendix 1.

Market trends/Current position
Bionade is currently selling its products on different geographical areas across the globe, such as Europe, Russia and US.
Moreover, in terms of segmentation and positioning, the organization has developed a niche market: The organic soft drink.

Customers
At the beginning, Bionade focused its selling on the children segments.